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Luckily, we didn’t all die, and neither did TikTok (for now?). However, with TikTok’s fate still seemingly in the balance, we’ve sat down with Nichole Boyer, the Director of Client Development at NeoReach. Boyer has over ten years of experience working within the Creator Economy. We wanted to pick her brain on her thoughts surrounding the TikTok ban that Americans experienced, possible TikTok bans to come, and how reactions to all of these can and will affect the Creator Economy.
The 12-Hour TikTok Ban
As aforementioned, Americans have already experienced something of a pseudo-TikTok ban when TikTok went dark for around 12 hours on January 18th leading into the 19th.
Before this, a trend that encouraged creators to speak their truth had cropped up. Creators would use an audio that originated from an episode of Family Guy in which the character said, “Since we’re all gonna die, there’s one more secret I feel I have to share with you…I did not care for The Godfather.” Using this audio, creators would then put text on the screen during their video that exposed themselves for whatever lie they might have told their audience.
Many creators are receiving heavy backlash from the secrets that they exposed through this trend from their audiences. How will this affect their chances to work with the high-profile brands that they had in the past? Boyer says, “This trend is a wake-up call for brands to be more intentional about the creators they partner with. Consumers are becoming increasingly critical of inauthentic collaborations, calling out brands for working with mega creators who aren’t genuine fans.”
TikTok user @elissaleanne posted a video using the sound specifically to critique the use of the trend by creators:
@elissaleanne Anyway, stop believing that influencers actually care about us.
Boyer echoes this creator’s sentiment, “Brands need to shift their focus from just views and impressions to real engagement and sentiment. A million views mean nothing if the audience doesn’t trust the endorsement. Instead, brands should prioritize creators who have built highly engaged, niche communities and genuinely love their products. While these creators may not have the largest followings, their authenticity drives stronger connections—and ultimately, better results.”
The Future of TikTok
As we’ve said, TikTok’s future is still very much in the balance. Although TikTok was restored after having gone dark for around 12 hours on January 18th, that hasn’t stopped the talks surrounding the banning of the app. Additionally, TikTok was only just restored on the Apple App Store and Google Play Store in the United States on February 13th, nearly a month after the 12-hour ban.
While TikTok was dark, many creators fled to another Chinese-owned social media app, Rednote. The app garnered popularity after users felt betrayed by the United States, especially surrounding the message that TikTok displayed during the darkness: “Sorry TikTok isn’t available right now. A law banning TikTok has been enacted in the U.S. Unfortunately, that means you can’t use TikTok for now. We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok once he takes office. Please stay tuned!”
We asked Boyer her thoughts on how this ban and possible future TikTok bans would affect how brands interact with creators moving forward, considering TikTok isn’t a given to stick around. “Brands need to start thinking about a contingency plan. With TikTok’s future uncertain, relying solely on the platform for creator partnerships is a risky strategy. While no other platform replicates TikTok’s unique blend of virality and engagement, brands will need to diversify their approach.”
Like creators adapting to TikTok not being around, Boyer says, “The key will be adaptability—staying ahead of platform shifts while continuing to invest in creator relationships that extend beyond TikTok.”
Why Saying Goodbye to TikTok Would Be Different
According to Forbes, the Creator Economy is worth approximately $250 billion, and this is in large part to TikTok.
Creator Johanna Smarsh spoke with Forbes, saying that TikTok is her primary source of income and how TikTok Shop has been able to give her financial stability. Smarsh says, “TikTok Shop has allowed me to stay home with my kids and provide consistent income.” She explained that she earns between $2,000 and $5,000 monthly.
When asked what made TikTok bans so different from other platform shutdowns, Boyer said, “What makes the potential TikTok ban so different from past platform shutdowns, like Vine, is the sheer amount of money flowing through the platform. TikTok isn’t just a content hub—it’s a full-fledged economy.”
Boyer echoed what Smarsh had told Forbes, “TikTok enables countless creators to completely change their lives through monetization opportunities.”
Boyer goes on to praise the TikTok Shop, “Beyond that, TikTok has revolutionized social commerce. The ease of shopping and setting up a storefront on the platform is unmatched. Just look at how Instagram Shop never really took off the way TikTok Shop has—and that’s not just because of virality. The user experience on TikTok is seamless, making it a powerhouse for both creators and brands.”
Final Thoughts
Not only would future TikTok bans affect the Creator Economy tremendously but the TikTok ban that Americans have already experienced has already taken effect on the Creator Economy. If TikTok were to be permanently banned, Boyer says, “…the ripple effects would be massive—not just for creators, but for the entire digital economy. It would force brands and influencers to rethink their strategies, and we’d likely see shifts in how social platforms approach both content distribution and commerce.”
